For introductory courses in advertising An accessible, well-written, and student-friendly approach to advertising. Advertising tracks the changes in todays dynamic world of media and marketing communication-as well as the implications of these changes to traditional practice-and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in todays advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.
BRIEF CONTENTS PART 1 Principle: Back to Basics 1 Advertising 4 2 Brand Communication 32 3 Brand Communication and Society 58 PART 2 Principle: Be True to Thy Brand-and Thy Consumer 4 How Brand Communication Works 90 5 Segmenting and Targeting the Audience 122 6 Strategic Research 150 7 Strategic Planning 176 PART 3 Practice: Developing Breakthrough Ideas in the Digital Age 8 The Creative Side 208 9 Promotional Writing 238 10 Visual Communication 270 PART 4 Principle: Media in a World of Change 11 Media Basics 304 12 Paid Media 332 13 Owned, Interactive, and Earned Media 368 14 Media Planning and Negotiation 402 PART 5 Principle: IMC and Total Communication 15 Public Relations 442 16 Direct Response 468 17 Promotions 500 18 The Principles and Practice of IMC 528 19 Evaluating IMC Effectiveness 558 Appendix 586 Glossary 591 Notes 609